As digital and technological innovation continuously reshape consumer sentiments, marketing chiefs are scrambling to beef up their playbooks — with balance sheets.

According to Forrester’s global report, The Evolved CMO in 2016, nearly a third of the 275 CMOs surveyed held P&L responsibilities in 2015 — a 13 percent increase from the previous year.

This development is noteworthy, given that just two years ago the Fournaise Marketing Group found that most marketers were hazy about marketing ROI and financial terms — 67 percent did not believe that marketing ROI required a financial outcome, while 64 percent used brand awareness as the top KPI for marketing ROI.

In Asia-Pacific, CMOs are learning to play the numbers game.

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